datafuelX Adds MRI-Simmons Demographics to TV Data

Cross-platform viewing analytics company datafuelX has partnered with US consumer insights veteran MRI-Simmons, to enhance the former's device-level TV viewing data sets with the latter's demographic attributes.

The service will be offered to ACR (automatic content recognition) and STB (set top box) providers, for use in targeted advertising sales, and pre- and post-campaign reporting.

datafuelX provides analysis and technology for multi-currency, cross-platform optimization for the television industry - via a full service SaaS platform called M3. Its new partner MRI-Simmons has been providing survey-based insights on American consumers for more than 60 years, via a nationally representative sample of the population - its data is provided via a modular 'activation engine' called Catalyst and is used for consumer profiling, media planning, data enrichment and activation. The company is co-owned by GfK and SymphonyAI Group, with GfK as the majority partner.

With the new deal, datafuelX's modeling capability profileX layers MRI-Simmons data onto the device-level TV viewing data sets, allowing advertisers to identify the US TV sets most likely to be viewed by their target demographic groups, and run an addressable campaign. The partners say it will also help the industry deal with bans now imposed by certain states on the release of data including race / ethnicity and age to companies like Experian and Acxiom.

Howard Shimmel, Head of Strategy at datafuelX comments: 'The industry has long had the ability to profile device-level TV viewing data using household attributes like 'Presence of a Male 18 to 24.' With this new solution, we will be able to identify the TVs that are actually being viewed by this demo, based on the MRI-Simmons modeling attributes and actual viewership of that TV'. Brian Katz, Head of Advanced Advertising at MRI-Simmons says the firm's data has been a trusted resource for media planning and advertising sales for decades, and adds: 'By partnering with datafuelX, that same trusted data can be used to personify any ACR and set-top box datasets, allowing advertisers to run addressable campaigns against a desired demographic audience'. datafuelX says this US partnership follows its success with demographic modeling across five European and two LATAM countries for a leading TV OEM.

Web sites: www.datafuelx.com and www.mrisimmons.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.